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Impromptu Survey Results

Marketing Strategy
Summer 2005

Marketing Strategy

July 2005

Table of Contents
Methodology
Executive Summary
Recommendations
Research Findings
Remember/Read Impromptu Flier
Likes/Dislikes (those who remember receiving & read flier)
Purchase Decision (those who remember receiving & read flier)
Likelihood to Enroll (those who have not yet decided)
Reasons for Purchase Likelihood (those who have not yet decided)
Likes/Dislikes/Likelihood to Enroll (dont remember/ didnt read flier)
Attitudinal Items
Potential Impromptu Membership Benefits
Pricing Indications
Van Westendorp Pricing Model
Potential Positioning Statements
Overall Satisfaction
Subscriber Status
DSO Event Attendance
Demographic Profile
Appendix A-Questionnaire
Appendix B- Verbatims
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July 2005

Methodology
Data collection for the Impromptu survey was conducted between June 29th and July 8th, 2005 using
Surveytime, an online data collection service provider. The data collection dates are as follows:
Event

Date

Initial Email Invitation

June 29, 2005

Reminder Email

July 2, 2005

End Data Collection

July 8, 2005

The Dallas Symphony Orchestra provided a list of email addresses. Qualified respondents had been
sent a flier describing the Impromptu program. 2,089 email invitations were sent, but about 800
were returned as undeliverable. We received 124 complete surveys, resulting in a response rate of
approximately 10%.
The complete questionnaire can be found in Appendix A.

Marketing Strategy

July 2005

Executive Summary
Roughly 6 in 10 remember receiving the Impromptu flier. Of these, 9 in 10 actually read the flier. In general,
most believe that the fliers message was clear, with only 6% indicating that the flier was not too or not at all
clear. Although one-quarter cannot remember any details regarding the Impromptu program, two-thirds recall
either the monthly fee/program costs or the flexibility of attendance. However, not all program details are
remembered accurately. The most common misperception involves inaccurate recall of the monthly cost of
Impromptu. Also, respondents are not aware that theyre able to attend a variety of DSO events with their
membership, including Pops concerts and select holiday events.
Flexibility is the most frequently cited positive aspect of Impromptu. Many note that they like the fact that
they can decide to attend concerts on the spur of the moment and would not have to worry about exchanging
tickets should they be unable to attend. Other positive mentions include the ability to attend an unlimited
number of concerts and guaranteed access to good seats.
Cost concerns are the major deterrent to purchase. Respondents cite negative aspects of the program that
include high cost and the belief that they will not attend DSO events frequently enough for it to be a good value
for their money. The average number of concerts that respondents predict they would attend under the
Impromptu program is between 1 and 2 per month, indicating that Impromptu may be offering too much
symphony for the average concertgoer. Also, respondents note that the program set-up fee is high, and many
are reluctant to pay this up-front cost. Additionally, several are concerned that they will not be able to obtain
high quality seats despite the fact that the DSO is trying to present best available seats as a major benefit of
Impromptu membership.

Marketing Strategy

July 2005

Executive Summary
Few have joined or plan to join Impromptu. Only four of 124 respondents state that they have already joined
the Impromptu program. Of those who remember receiving the flier but have not yet decided whether to join the
program, 4 in 10 state that they are somewhat likely to enroll. However, nearly 6 in 10 indicate that they are not
too or not at all likely to join the Impromptu program. Those who do not remembers receiving the flier or did not
read the flier are even less likely to join the program. After being presented with a description of Impromptu
program offerings, nearly 7 in 10 indicate that they are not too or not at all likely to purchase a membership.
DSO classical concerts are seen as a good entertainment option. Three-quarters of respondents strongly or
somewhat agree that classical music is an important part of their lives, and roughly 8 in 10 agree that DSO
events are a good value for the money. More than 4 in 10 agree that they are much more likely to attend cultural
outings if someone else invites them. These respondents can be classified as responders. A more lucrative
segment for the DSO is composed of initiators. However, only about one-third of those surveyed show
initiator tendencies, agreeing that they like to organize cultural events for their friends.
Additional membership benefits may increase likelihood to enroll. Wine tasting events, followed by
architectural tours of the Meyerson and music discussions are the most popular potential Impromptu membership
benefits. Many respondents also suggest access to a broader range of events, such as Pops concerts and
childrens concerts, under the Impromptu program. Catered events, cocktail hours and desserts and coffee were
also suggested as social activities that would allow increased interaction among DSO patrons and with DSO
musicians, thereby increasing Impromptus value.

Marketing Strategy

July 2005

Executive Summary
Many respondents believe the Impromptu monthly membership fee is expensive. A Van Westendorp pricing
analysis reveals that the optimal price point for the monthly fee is closer to $35 a month. Many believe that they
wont be able to get their moneys worth at the current monthly fee of $50.
The DSO is a premier cultural experience worth sharing. Four possible positioning statements for the
DSO were presented to respondents. The statement that respondents believe most closely matches their current
perception of the DSO was the less than exciting, A really good orchestra that plays classical music in a great
hall. However, more than 9 in 10 see the DSO as a premier cultural experience worth sharing (exactly, very
close to, close to my perception). The Richards Group positioning statement seems to be the farthest of the four
statements from respondents actual perceptions of the DSO. This statement may appeal to the music aficionado
but lacks wide appeal across other customer segments.
Overall satisfaction with current DSO offerings is high. 97% indicate that they are satisfied (extremely, very,
somewhat satisfied). Those who are not satisfied with DSO offerings believe DSO programming can be
improved by featuring more current, contemporary artists and events.

Marketing Strategy

July 2005

Recommendations
Based on our survey findings, we offer the following recommendations to improve the appeal of the Impromptu
program.
Offer discounted monthly fees for couples and families. At the current membership fee, a couple would spend
$100 per month to attend concerts together under the Impromptu program. Offering a price discount when a
person buys multiple Impromptu memberships may persuade more to join. Several mentioned that the program
would be beneficial for their children but does not fit in their current budget as priced.
Consider lowering the monthly fee and decreasing or eliminating the up front set-up cost. People
overwhelmingly believe the flexibility that Impromptu offers is a major benefit. However, they dont think that
the program is a good value at its current cost. Many would only attend one or two concerts a month if they were
to purchase an Impromptu membership, making the per-concert cost quite high.
Impromptu promotions should stress unlimited access to a variety of programs. This benefit is a huge
selling point for Impromptu, but many are not aware that their membership will include access to more than just
classical events.
Concern regarding seat quality is a problem. The best available seat benefit must be aggressively promoted,
and the DSO should also be able to guarantee this benefit to alleviate some risk associated with enrollment.
Add Impromptu member only special events to membership perks. Consider organizing wine tasting
events, architectural tours of the Meyerson, musical discussions and catered networking events exclusively for
members as a way to increase perceived program value.

Marketing Strategy

July 2005

Research Findings

Marketing Strategy

July 2005

Remember/Read Impromptu Flier

[Q1] Do you remember receiving the flier?

42%

[Q2] Did you read the flier?

Yes

58%

9%

If yes

No

Yes
91%

No

n=71

n=123

[Q3] Please describe any details you remember


about the Impromptu program.
(All mentions)

% Me ntioning
n=65

Marketing Strategy

Monthly fee/Cost

34%

Flexible ticket options

34%

Nothing

26%

Best seats in the house

17%

Unlimited concerts

9%

Early sign-up discount

9%

Other

27%
9

July 2005

Likes/Dislikes (those who remember receiving & read flier)


[Q4] How clearly did the flier explain the
benefits of the Impromptu program?
54%

60%
50%
40%

28%

30%
20%

12%

10%

4%

2%

Not too
clear

Not at all
clear

0%

n=65

Extremely
clear

Very clear

Somewhat
clear

[Q5] What do you like most about the


Impromptu program concept?
All mentions

[Q6] What do you like least about the


Impromptu program concept?
All mentions

% Me ntioning

% Me ntioning

n=65

n=65

Flexibility

51%

No response

52%

No response/ Don't know

31%

Cost

15%

Affordability

6%

Fixed payment schedule

11%

Involvement with DSO / Help DSO

5%

Infrequent attendance

11%

Unlimited concerts

3%

Other

6%

Good seats

2%

Set-up fee

5%

Other

5%

Lower seat quality

3%

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July 2005

Purchase Decision (those who remember receiving & read flier)


[Q7] Have you decided to become an
Impromptu member?

5%
Yes

95%

No

n=64

If yes

[Q9] About how many times do you expect to


attend DSO Classical concerts per month under
the Impromptu program?

[Q8] What are the primary reasons that you chose


to become an Impromptu member?
Low cost, good seats. I can go to every concert of
the season. My husband and I felt our children would
benefit from the program.
Ability to attend many great performances at a low
monthly cost. Paying for tickets individually is much
more expensive.
Ill give it a try for a yearsee if it pays off.

Marketing Strategy

Three
Eight
Two

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Likelihood to Enroll (those who have not yet decided)


[Q7] Have you decided to become an
Impromptu member?
5%
Yes

95%

No

n=64

If no

[Q10] How likely are you to enroll in the Impromptu program?


50%

41%

44%

40%
30%
20%
10%

14%
0%

2%

Extremely
likely

Very likely

0%

n=59
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Somewhat
likely

12

Not too
likely

Not at all
likely

July 2005

Reasons for Purchase Likelihood (those who have not yet decided)

Of those who are Extremely,Very


or Somewhat likely

Of those who are Not too or


Not at all likely

[Q11] Why are you likely to purchase an


Impromptu membership?

[Q12] Why are you unlikely to purchase an


Impromptu membership?

Flexibility
Increased involvement with the DSO
Music lover

High cost
Infrequent attendance
Limited to classical series (misperception)
Family/time restrictions
Current season ticket holder

The number of concerts per month that respondents would expect to attend if they were to purchase
an Impromptu membership is very similar among those who say they are likely to enroll and those
who indicate they are unlikely to enroll. The maximum predicted number of concerts attended per
month under Impromptu is 3.0, while the mean predicted number of concerts attended is 1.3.

Marketing Strategy

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July 2005

Likes/Dislikes/Likelihood to Enroll (dont remember/ didnt read)


[Q16] What do you like most about
the Impromptu program?
All mentions

[Q17] What do you like least about


the Impromptu program?
All mentions

% Mentioning

% Mentioning
n=58
Flexibility
Unlimited concerts
Best seats in the house
Discounts/Advanced Access
Affordability

n=58
Cost
Infrequent Attendance
Set-up fee
Seating concerns
Nothing
No response

79%
10%
7%
5%
2%

55%
21%
9%
9%
7%
3%

[Q18] How likely are you to enroll in the Impromptu program?


46%

50%
40%
27%

30%

24%

20%
10%

2%

2%

Extre m e ly
like ly

Ve ry like ly

0%

n=59

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S o m e wha t
like ly

14

No t to o like ly No t a t a ll like ly

July 2005

Attitudinal Items
[Q20] Please indicate the degree to which you agree or disagree with the following statements.

Classical music is an important


part of my life.

45%

DSO events are a good value for


the money

30%

33%

DSO concerts rank high on my list


of entertainment options.

14%

46%

30%

35%

9%

15%

18%

2%

6%

14%

3%

Strongly agree
Somewhat agree

I like to plan my weekend activities


at least one week in advance.

27%

17%

2%

Neither agree nor disagree


Strongly disagree

15%

Im much more likely to attend cultural


outings if someone else invites me.

13%

9%

0%
Marketing Strategy

12%

Somewhat disagree

I rarely have time to attend DSO


concerts.

Im the kind of person who likes to


organize cultural events for my friends.

42%

35%

20%

29%

25%

25%

27%

29%

50%
15

21%

19%

21%

75%

9%

12%

16%

100%
July 2005

Potential Impromptu Membership Benefits


[Q21] The following event may be offered in combination with an Impromptu membership. If each of the following
were added to an Impromptu membership, how likely would you be to become an Impromptu cardholder?

Wine Tasting

14%

Architectural tours

Music discussions

21%

16%

10%

33%

12%

13%

34%

17%

19%

27%

31%

12%

31%

11%
Extremely likely
Very likely

9%

Lunchtime rehearsals

15%

22%

30%

25%

Somewhat likely
Not too likely
Not at all likely

Meet and Greets

9%

14%

Cooking Lessons

8%

15%

Book discussions 6%

0%
Marketing Strategy

9%

33%

29%

30%

16%

21%

25%

32%

41%

50%
16

15%

24%

75%

100%
July 2005

Potential Impromptu Membership Benefits


Potential Membership Benefits
The most popular potential Impromptu membership benefit is wine tasting, followed by
architectural tours of the Meyerson and music discussions. In general, cooking lessons appealed
slightly more to females, while men showed more interest in wine tasting and music discussions.
[Q22] Are there any other events that would make the Impromptu program more appealing?
Broader event selection (All Seasonal, Childrens Concerts, Jazz, Organ Concerts)
Lectures/Music discussions
Catered events, wine tasting, desserts and coffee, etc.
Receptions/Meet-and-greets
Raffles
Open rehearsals
Bring a friend for free option
Ball/gala fundraisers
Featured music from different countries
Singles events
Book signings
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July 2005

Pricing Indications
Price Sensitivity- Impromptu

Percent Responding

60
50
40

T oo Inexp
Inexp

30

Exp

20

T oo Exp

10
0
$10-$15 $20-$25 $30-$35 $40-$45 $50-$55 $60-$65 $70-$75

$80

Monthly Fee
Assuming an initial setup fee of $100 and a recurring monthly fee
At what monthly fee would the Impromptu program be so inexpensive that you would doubt its quality or value and would not consider
purchasing it?
At what monthly fee would you consider the Impromptu program to be inexpensive, but at which you would consider buying it?
At what price would the Impromptu program be getting expensive, but you would still consider purchasing it?
At what price would the Impromptu program be too expensive, and you would not consider purchasing it, regardless of the benefits?
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Van Westendorp Pricing Model


Price Sensitivity - Impromptu
Too Inexp

120%

Inexp

Exp

Too Exp

100%
80%

Optimal Price
Point

60%
40%
20%
0%
$10

$15

$20

$25

$30

$35

$40

$45

$50

$55

$60

$65

$70

$75

$80

Monthly Fee
Assuming an initial setup fee of $100 and a recurring monthly fee
At what monthly fee would the Impromptu program be so inexpensive that you would doubt its quality or value and would not consider
purchasing it?
At what monthly fee would you consider the Impromptu program to be inexpensive, but at which you would consider buying it?
At what price would the Impromptu program be getting expensive, but you would still consider purchasing it?
At what price would the Impromptu program be too expensive, and you would not consider purchasing it, regardless of the benefits?
Marketing Strategy

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July 2005

Potential Positioning Statements


[Q27] The following four statements could be used to describe the DSO. Please
indicate how closely each statement matches your perception of the DSO.
4%

A really good orchestra that plays


classical music in a great hall.

52%

To people who hunger for enrichment,


the DSO is the entertainment experience
that transforms your mind, body and
0%
soul through the power of music.

10%

2%

Exactly my perception

A premier cultural experience worth


sharing.
The symphony everyone can enjoy.

33%

33%

40%

19%

7% 1%

Very close to my perception


Close to my perception

25%

41%

18%

11% 5%

Somewhat close to my perception


Not at all close to my perception

19%

28%

25%

20%

50%

19%

75%

15%

100%

[Q28] If you were to create your own statement to describe the DSO, what would it be? (selected comments)
A world-class group of musicians whose talent and passion for beautiful music always inspires its audience
The orchestra with the sound as big as Texas
A world-class orchestra in a world-class hall
An enriching experience that is an escape from the ordinary
A classy place where one can get carried away to a different time or place
A delight for the ears, a pacifier for the mind, an indulgence for the soul
A rewarding experience that allows time to get away from a very stressful life, relax and leave the world behind
A thoroughly satisfying entertainment experience
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July 2005

Overall Satisfaction
[Q29] How would you rate your level of satisfaction with current DSO offerings?
70%
57%

60%
50%
40%

28%

30%
20%

11%

10%

3%

0%

n=124

Extremely
satisfied

Very satisfied

Somewhat
satisfied

Not too
satisfied

Not at all
satisfied

[Q30] What types of concert offerings would improve your satisfaction with DSO programming?
Feature more current artists

Stretch beyond the typical offerings as the FWSO does


More music of the 20th century
Less obscure modern music
More Baroque, Classical and Romantic period music

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July 2005

Subscriber Status
Current DSO subscribers are significantly more likely to agree that DSO events are a good value for the
money, that music is an important part of their lives and that DSO events are a good entertainment option
than are non-subscribers. DSO subscribers also showed significantly less agreement with the statement, I
rarely have the time to attend DSO concerts.
[Q31] Are you a current subscriber
to any DSO program?

[Q31] Have you been a subscriber


to any DSO program in the past?

14%

If no
Yes
No

86%

50%

50%

n=122

Yes
No

n=103

[Q33] When were you last a subscriber to a DSO program?

14%

10%

54%

< 1 yr. Ago


1-2 yrs. Ago
3-4 yrs. Ago
5 or more yrs. Ago

22%
n=49
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July 2005

DSO Event Attendance

[Q34] Have you attended any of the following DSO events in the past year?
Percent responding yes
100%
80%
60%
40%
20%
0%

82%
39%

Classical
concert

Pops
concert

Among those who received and read the flier,


people who attended 3-5 DSO classical
concerts during the 2004-2005 season are
slightly more likely to purchase an Impromptu
membership than those who attended only 1 or
2 concerts. Those who attend more than 5
concerts a year are not likely to purchase an
Impromptu membership. This is probably due
to the fact that they are already DSO
subscribers.

54%

49%
27%

Seasonal
concert

Family
concert

Special
event

[Q35] How many DSO classical concerts did


you attend in the 2004-2005 season?

12 %

3%

6%
No ne
43%

36%

1to 2
3 to 5
5 to 10
M o re than 10

n=101
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July 2005

Demographic Profile

[Q36] Into which of the following ranges does your age fall?

30%
25%
20%
15%
10%
5%
0%
n=124

26%
19%

18%

7%
1%
Under 21

1%
21-30

31-40

41-50

[Q37] Which of the following best


describes your race or ethnicity?
3%

28%

51-60

61-70

Over 70

[Q38] Please indicate your


current marital status?

3% 2%

7%

3%

Caucasian

29%

African American

92%

61%

Hispanic
Asian

Married
Divorced
Widowed

Other

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Single, never married

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July 2005

Demographic Profile
[Q39] How many children under the age of
eighteen currently live in your household?

[Q40] Please indicate your gender.

2%
None

26%

50%
50%

1 to 2

72%

3 to 4

50%

50%

Male
Female

5 to 6
More than 6
n=121

n=122

[Q41] Into which of the following ranges does


your annual household income fall?
6%

10%

26%
25%

18%
15%

Under $30k
$30k - less than $50k
$50k - less than $75k
$75k - less than $100k
$100k - less than $150k
Over $150k

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July 2005

Appendix A - Questionnaire

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Appendix B - Verbatims

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July 2005